KFC

GROUP-10  Shruti Bahety  Sunny Agrawal  Swimmi Alasaka  Taniya Banerjee Vanshika Ahuja  Vineet Gijre

Services are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

4 PS OF KFC

Product
Secret Recipe chicken Extra tasty and crispy chicken

Price
High Price strategy Comparable to the standard and quality of the product

Place
Posh areas covering the high income group Tier-1 and tier 2 cities

Promotion
Through billboards Advertisements targeted at youth

EXTENDED 3 PS OF KFC

People
Employee orientation Customers satisfaction 1-month buddy training program

Process
Transparent process Quality department

Physical evidence
Ambience

PRODUCT LIFE CYCLE

KFC

PRODUCT PORTFOLIO
Product Portfolio means a combination of two or more variety of products that the marketer offers. It can be categorized as follows: PRODUCT WIDTH: Product Width means the different categories in which the company divides its products. For example, KFC, offers Chicken, Burgers, various Snacks, Beverages, etc. PRODUCT LENGTH: Product Length means the various products available within each product width. For example, in Burgers, KFC offers Zingers and Snackers. PRODUCT DEPTH: The marketer further divides its product length so as to cater to specific need of the consumers. For example, KFC offers, Veg Zinger, Non-Veg Zinger and Hot Zinger Burgers.

PRODUCT PORTFOLIO
KFC

CHICKEN

BURGERS

SNACKS

SIDES

BEVERAGES

Competitors
McDONALDS

BURGERS

WRAPS

SNACKS

BEVERAGES

DESSERTS

Not only satisfying hunger, but the experience of sitting with friends and family and enjoying quality food. The benefits may be psychological too. Throwing a party at KFC would be the in-thing for today s youth. Combo meals provide the consumers with the opportunity of eating a product mix in an affordable price. Consumers value the instant service provided by KFC. The waiting time for the food is very less.

PACKAGING OF KFC
100% recycled content with a minimum of 40% post consumer content 30% of KFC bucket lid is made from recycled material. Reduced use of plastic by 17% by 2011 Reduce Styrofoam from restaurants as the rate at which they biodegrade is very low. KFC is now switching from cardboard to recyclable and biodegradable paper wrapping for some of its products. The company is using high-quality polypropylene bowls, with locking lids, for coleslaw, mashed potatoes and other sides.

PACKAGING OF COMPETITORS

McDonalds
Cardboard packaging made 72% recycled paper Non-food item like bags, napkins have 100% recycled material Prefer to use plastic container

Pizza Hut
Boxes will be made from 75% recycled material. Introduction of hot spot. Focus on recycling and use of renewable resources.

Sub Way
Salad containers and their lids are made from recycled plastic. 32 ounce plastic drinking cups from polystyrene to polypropylene.

KFC
Trying to reposition itself as a healthy fast food brand by offering a new grilled chicken menu. KFC has included 60% of the vegetarian items.

McDonalds
Stressing on the value aspect of the consumer Expansion of food items. Re-inventing its brand image

Cost-Based Pricing:

Cost based pricing is product driven A company s cost take two forms, fixed and variable.

Products of KFC are Price Inelastic

New Product Pricing Strategies (for products in the introductory stage) KFC follows a Market Penetration Pricing. They set low price in order to penetrate the market quickly and deeply- to attract a large number of buyers quickly and win a large market share. Product Mix Pricing Strategies Product Line Pricing KFC has a line of products instead of one single product price range: Rs.25 (veg zinger)- Rs. 700(Best of KFC) Optional-Product Pricing Add Ons :French fries, Corn, Choc Amor, Beverages Product Bundle Pricing Combines several of its products and offers the bundle at a reduced price- combo meals . Zing Kong : 1 Zinger Burge+1 pc. Chicken of your choice, 1 fries+1 Pepsi Can + 1 bar of chocolate

Price-Adjustment Strategies International Pricing KFC markets its products internationally

Factors: economic conditions, competitive situations, laws and regulations and development of the whole sailing and retailing systems. Consumer perception and preferences for also varies from country to country calling different prices.